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This paper discusses the differences between high and low context cultures from the perspective of Burberry’s Chinese New Year advertisement. It explains the differences between high and low context cultures in the aspects of information dissemination and interpersonal relationship. And the author points out the roots of differences from the three factors of religious, language and mode of thinking and the social history. Then the author proposes solutions and strategies to cross cultural communication in high and low context cultures. Adopting comparative method and case analysis method to expound these theories, this paper draws a conclusion that we should build cultural awareness and adopt two strategies to make intercultural communications successfully. The innovation of this paper lies in discussing the high and low context cultural differences from the information dissemination aspect and interpersonal relationship aspect and proposes a strategy of figuring out and speaking out accordingly when do cross cultural communications of high and low context cultures. Keywords— high and low context cultures; roots of differences; figure out; speak out; Burberry’s advertisement

Differences and Strategies of High and Low Context Cultures from the Perspective of Burberry’s Advertisement